- Sustainability
- Latest News
- News Reports
- Documentaries & Shows
- TV Schedule
- CNA938 Live
- Radio Schedule
- Singapore Parliament
- Mental Health
- Interactives
- Entertainment
- Style & Beauty
- Experiences
- Remarkable Living
- Send us a news tip
- Events & Partnerships
- Business Blueprint
- Health Matters
- The Asian Traveller
Trending Topics
Follow our news, recent searches, singapore tourism board to get new chief executive, advertisement.
Mr Keith Tan, the chief executive of Singapore Tourism Board since 2018, will be succeeded by Ms Melissa Ow, executive vice president for customer experience, marketing & investment facilitation group at the Economic Development Board (EDB). (Photo: Ministry of Trade and Industry)
SINGAPORE: There will be a new chief executive at the Singapore Tourism Board (STB) next month.
Mr Keith Tan, the chief executive of STB since October 2018, will be succeeded by Ms Melissa Ow, executive vice president for customer experience, marketing & investment facilitation group at the Economic Development Board (EDB).Â
The Ministry of Trade and Industry (MTI) made the announcement in a press release on Wednesday (May 3), with Ms Ow's appointment taking effect from Jun 1, 2023.
Ms Ow, who was seconded to EDB from STB in June 2020, played "a key role in transforming the organisation's B2B (business-to-business) sales and marketing model".
Prior to her stint at EDB, she held several positions in STB with the last position as Deputy Chief Executive, where she helped put Singapore on the world map for hosting premier events and attracting major tourism investments.Â
In that role, Ms Ow headed STB's Experience Development Group and the Corporate Group, ensuring Singapore put out a strong line-up of tourism products from dining to precinct development.
She also oversaw STB's corporate functions such as legal, procurement, finance and human resources.Â
Nearly S$500 million set aside to support Singaporeâs tourism recovery
Full recovery for Singapore's MICE industry expected in 2 to 3 years: STB
Supported the fight against covid-19.
Paying tribute to the outgoing Mr Tan, MTI said that under his leadership, he led STB in developing, marketing and promoting Singapore as a vibrant destination for quality business and leisure travellers.Â
"He grew the Meetings, Incentives, Conferences and Exhibitions (MICE) industry, positioning it as an enabler of Singaporeâs role as a key global-Asia hub and a valuable source of business opportunities for Singapore companies".Â
MTI also lauded his efforts to champion sustainability and wellness as key strategies for Singapore tourism, alongside strengthening the digital and data capabilities of STB and the tourism sector.Â
"These efforts culminated in the inaugural Singapore Wellness Festival in 2022 and Singapore becoming the first country to be certified as a sustainable destination based on the Global Sustainable Tourism Councilâs Destination Criteria in 2023."Â
When international borders were closed during the COVID-19 pandemic, greatly impacting visitor arrivals , Mr Tan "guided the tourism sector to support the fight against COVID-19", with hotels, cruise lines and MICE venues serving as facilities for recovery and care.Â
He also spearheaded efforts to safely reopen Singapore's tourism sector from late 2021, leading to the full reopening of tourist facilties and infrastructure last year.
Mr Gabriel Lim, Permanent Secretary (Policy) for MTI, said: âKeith and Melissa have demonstrated strong leadership and made invaluable contributions. Keith played a pivotal role in shaping Singaporeâs tourism landscape and we thank him for his many contributions to the industry."
"Melissa is no stranger to Singaporeâs tourism scene. With her immense experience and strategic thinking, I am confident that she will steer STB to scale new heights.â
Related Topics
Also worth reading, this browser is no longer supported.
We know it's a hassle to switch browsers but we want your experience with CNA to be fast, secure and the best it can possibly be.
To continue, upgrade to a supported browser or, for the finest experience, download the mobile app.
Upgraded but still having issues? Contact us
Chief Executive Officer, Singapore Tourism Board
Keith Tan assumed the appointment of Chief Executive of the Singapore Tourism Board on 29 October 2018.
From 2014 to 2018, he served as the Deputy Secretary (Policy) in the Ministry of Defence, where he strengthened Singaporeâs international defence partnerships, led MINDEFâs longer-term strategic planning and guided MINDEFâs strategic communications and public engagement efforts.
From 2013 to 2014, Keith was Senior Director of the Public Service Divisionâs PS21 Office, and concurrently held the appointment of Institute Director in the Institute of Governance and Policy at Singaporeâs Civil Service College. Keith also served in the Ministry of Trade and Industry (MTI) as Director of the Economics and Strategy Division (2008 -2010) and the Foreign Economic Policy Division (2010 -2013).
From 2010 to 2013, he led Singaporeâs Free Trade Agreement (FTA)negotiations with the European Union, and also served in the negotiating team for the Trans-Pacific Partnership. Keith graduated with highest honours in English and Comparative Literature, and a Certificate in Russian Studies, from Princeton University. He also has a Master degree in Management from the Peter Drucker School of Management, Claremont Graduate University. He was awarded the Public Administration Medal (Silver) [Pingat Pentadbiran Awam (Perak)] in 2017. Keith is married with four children.
Search the site
Attendee verification.
Tatler Asia
CEO, Singapore Tourism Board
Keith Tan is CEO of the Singapore Tourism Board, responsible for promoting and marketing Singapore as a tourist destination, and developing the country’s tourism sector. Tan joined the statutory board in 2018, after four years as Deputy Secretary (Policy) in the Ministry of Defence. His role there encompassed leading the ministry’s strategic planning and steering its public-engagement and communications initiatives, on top of building the country’s international defence partnerships. From 2011 to 2013, Tan also held concurrent positions as appointment of institute director in the Institute of Governance and Policy at Singapore’s Civil Service College, and senior director of the Public Service Division’s PS21 office. He has also worked at the Ministry of Trade and Industry as director of economics and strategy, and foreign economic policy. Tan graduated with highest honours in English and comparative literature, as well as a certificate in Russian studies, from Princeton University, USA. He also has a Master’s from the Peter Drucker School of Management, Claremont Graduate University, California. He is married with four children.
Impacted Industries
Public Service & Law
Recognitions
Asia's Most Influential SG
Public Administration Medal (Silver)
Did You Know?
Singapore’s land area includes more than 60 offshore islands surrounding the main island of Pulau Ujong.âŻ
Social Media
We've detected unusual activity from your computer network
To continue, please click the box below to let us know you're not a robot.
Why did this happen?
Please make sure your browser supports JavaScript and cookies and that you are not blocking them from loading. For more information you can review our Terms of Service and Cookie Policy .
For inquiries related to this message please contact our support team and provide the reference ID below.
New Chief Executive for Singapore Tourism Board
Asean strengthens its network of external trade linkages.
- People at MTI
- Free Trade Agreements
- International Investment Agreements
- Digital Economy Agreements
- Green Economy Agreements
- Multilateral & Regional Forums
- Indo-Pacific Economic Framework for Prosperity (IPEF)
- For Individuals
- Submit a Pro-Enterprise Suggestion
- Submit a First Mover Idea
- Apply for Business Grant
- Apply for Business License
- Singapore's National Hydrogen Strategy
- France-Singapore Digital and Green Partnership
- US-Singapore Partnership for Growth and Innovation
- Press Releases
- Parliamentary Replies
- Forum Letter Replies
- Public Consultations
- Key Economic Indicators
- Economic Survey of Singapore
- Feature Articles
- Publications
- Legislation
The Straits Times
- International
- Print Edition
- news with benefits
- SPH Rewards
- STClassifieds
- Berita Harian
- Hardwarezone
- Shin Min Daily News
- Tamil Murasu
- The Business Times
- The New Paper
- Lianhe Zaobao
- Advertise with us
Plenty to do and discover here, tourism chief tells Singaporeans
SINGAPORE - Covid-19 has stalled most international travel, but there is still plenty to do right here.
This was the main message that Mr Keith Tan, chief executive of the Singapore Tourism Board (STB), wanted to send to Singaporeans on Thursday (Nov 26).
Although most Singaporeans may not be able to travel abroad until next year, there is no shortage of things to do with their annual leave.
Speaking to Straits Times travel correspondent Clara Lock, 30, as part of askSTâ@âNLB's second November session, Mr Tan said: "We have a lot more attractions than most people think we have. The big hits - the zoo, Universal Studios - those are the tip of the iceberg. There's so much to discover."
For the past few months, the STB has been working with Enterprise Singapore and the Sentosa Development Corporation on the SingapoRediscovers campaign.
In the process, they had to tailor experiences for the local market. Unlike tourists who save and budget to travel here, Singaporeans rarely look to spend big locally.
Mr Tan said this meant that the STB and its tourism partners have had to "work harder to create packages and bundles that represent good value to Singaporeans".
They had no lack of domestic attractions to work with. Ms Lock pointed to local tourism businesses that have sprung up during the Covid-19 pandemic, such as Ninja Kayakers and Indie Singapore.
Mr Tan agreed that those were "great examples of innovative young entrepreneurs" and stressed that "STB wants to support such efforts".
As part of the SingapoRediscovers campaign, all Singaporeans aged 18 and above will receive $100 worth of vouchers next month.
These can be used for staycations, tickets to leisure attractions and local tours. They will be distributed via SingPass in denominations of $10, and will be valid until the end of June next year.
The hope is that Singaporeans will discover hidden gems and unknown history close to home.
Mr Tan recounted how he and his family recently explored Little India, which he had not visited "for almost 20 years, apart from the main road (Serangoon Road)".
The 46-year-old, who has four children, described how they went on a walking tour and discovered "beautiful artwork and murals", as well as their "new favourite place to eat naan and butter chicken".
Given the pandemic, cleanliness and hygiene will remain the primary concern of people venturing outdoors.
As at Oct 30, the STB has given more than 1,300 SG Clean Quality Mark certificates to tourism enterprises. These signal that the establishment in question is committed to upholding good sanitation and hygiene practices.
At the same time, Mr Tan also expressed his belief in the importance of "our national posture, our personal attitudes, our behaviours" in the long term.
"I firmly believe that there's a lot here in Singapore that makes us quite unique," he said. "I hope that Singaporeans will take the time to slow down, step out and be proud of this beautiful little country we have."
AskSTâ@ââNLB is a collaboration between The Straits Times and National Library Board.
Watch the video here.
Those who are keen to look for resources from the National Library Board, can check out ProQuest Central, a database subscribed to by NLB. A myLibraryID is needed to access this database. If you do not have a myLibraryID, you can go to this website and sign up for one using your SingPass or NRIC/FIN.
What to read
Singapore: A Walking Tour
This book by Gregory Byrne Bracken is available at the Lee Kong Chian Reference Library and at various public and regional libraries.
The Kallang Story: A Sports, Arts And Heritage Trail
This book is available at the Lee Kong Chian Reference Library.
Singapore's 100 Historic Places
The next AskSTâ@âNLB session will be on on home-based businesses, and will be streamed on ST's Facebook page on Friday, Dec 18 at 7pm.
Listen to food editor Tan Hsueh Yun share her thoughts on this new force to be reckoned with, and what the future holds for them.
Have a question for ST's food editor, Tan Hsueh Yun, on the topic? Send it to str.sg/askstDEC by Dec 9, 7pm.
Join ST's WhatsApp Channel and get the latest news and must-reads.
- Tourist attractions
Read 3 articles and stand to win rewards
Spin the wheel now
New! You can personalise your feed. Try it now
Single female travellers a 'rich area of opportunity' for S'pore tourism: STB chief
Advertisement.
SINGAPORE â The rising single female traveller demographic is a ârich area of opportunity" as Singapore looks to attract more visitors, Singapore Tourism Board (STB) chief executive Keith Tan told a conference on Wednesday (April 5).
The Singapore Tourism Board boss believes the single female traveller demographic could be a strong opportunity as Singapore looks to attract more visitors.
- The rising demographic of the single female traveller is a ârich area of opportunity (for Singapore) to tackleâ, said Singapore Tourism Board chief executive Keith Tan
- Mr Tan was responding to a question at the STB Tourism Industry Conference 2023 on Wednesday (April 5)
- STB said it would focus on three "R"s to market Singapore in the year ahead: Redefining our destination; reconnecting with our fans; and reinventing our industry
- STB also announced the launch of its joint S$10 million Singapore On-screen Fund with the Infocomm Media Development Authority (IMDA)
- The fund aims to inspire travel to Singapore through television programmes and films
Deborah Lau
SINGAPORE â The rising single female traveller demographic is a ârich area of opportunityâ as Singapore looks to attract more visitors, Singapore Tourism Board (STB) chief executive Keith Tan told a conference on Wednesday (April 5).
Singapore is a great place for young women who want to âhave a great timeâ, spend, shop, eat and drink, but where âthey can also go back to the hotel at 3am ... very safely as wellâ, Mr Tan said.
Mr Tan was speaking at the STB Tourism Industry Conference 2023 held at the Suntec Singapore Convention & Exhibition Centre.
Industry experts whom TODAY spoke to were quick to endorse the idea given that these travellers tend to be well-heeled, are discerning and look to issues such as safety and security in a preferred destination.
âThe solo female traveller is a relatively new and emerging 'free independent traveller' market segment,â said Dr Kevin Cheong, managing partner at Syntegrate, a tourism and destination development consultancy.
âThey have discerning tastes and preferences, (and are) willing to spend and 'live it up' probably due to their financial independence.â
âCommon criteria in their preferred destination are personal safety and security,â Dr Cheong said.
He added that âSingapore's compactness, safety and hygiene factors would place our destination high on their preference list, including the other destination experiences and products we already offerâ.
Dr Cheong believes that given their financially independent status, this demographic would lean towards seeking more luxury experiences â including spas, aesthetic treatment, fine-dining and up-market clubs.
These sentiments were echoed by Mr Benjamin Cassim, a senior lecturer for Temasek Polytechnic's diploma in hospitality and tourism management course.
âThe âsolo female travellerâ market is definitely a growing one," Mr Cassim told TODAY.
"Pre-Covid, this market was growing annually at a rate of more than 20 per cent. It is also interesting to note that females represent more than 60 per cent of all travellers, worldwide.â
Within the solo female traveller market, Mr Cassim highlighted a key growth segment of professionals aged between about 25 and 40.
âIt is therefore important to understand what are relevant factors that go into their decision making when it comes to selecting a holiday destination,â he added.
Key considerations for these travellers include: Safety, ease of accessibility, language, ease of moving around the destination and the attractiveness of surrounding destinations, he said.
Additional ways to attract travellers of this type could include wellness-related offerings and learning experiences such as cooking and art-related ones, Mr Cassim said.
'THEY WANT TO PARTY'
Mr Tan made his comments during a question and answer segment at Wednesday's conference.
Moderator Yeoh Siew Hoon â the editorial director of Northstar Travel Media Asia â asked both Mr Tan and Minister of State for Trade and Industry Alvin Tan about what type of traveller they saw as âSingaporeâs best bets for quality travellersâ.
âI see a few interesting new areas of opportunities,â said Mr Keith Tan.
Sharing an anecdote on his visit to India last year, he said: âI started hearing a lot about the rise of the single female traveller â single or they travel in small groups (can be mother-daughter, can be girlfriends) â but female travellers.âÂ
âAnd for them, what they care about when they go to a destination: They want to party, they want to have fun but they want to feel safe. Where can they do that? In Singapore! I see that as a rich area of opportunity to tackle.â
â They want to party, they want to have fun but they want to feel safe. Where can they do that? In Singapore! I see that as a rich area of opportunity to tackle. Singapore Tourism Board chief executive Keith Tan â
2023: âTHE YEAR WE RETURN TO OUR PURSUIT OF QUALITY GROWTHâ
Mr Keith Tan also shared STBâs outlook on Singaporeâs tourism for the year ahead, and beyond.
âIf 2022 was the year of reopening and recovery, then 2023 must mark the year we return to our pursuit of quality growth,â he said.Â
To do so, STB would focus on three "R"s in the year ahead to guide the strategy of marketing destination Singapore:
- Redefining our destination
- Reconnecting with our fans
- Reinventing our industry
STB will roll out a slew of initiatives in line with these three thrusts.
These include the launch of a S$10 million Singapore On-screen Fund, designed to attract global content creators to produce films and television series to attract more visitors to Singapore.
The initiatives also include the opening of Sentosa Sensoryscape and Bird Paradise, and the year-round exclusive home-porting of a Disney cruise ship in Singapore.
Another measure is the launch of STB's refreshed Passion Made Possible brand campaign in September this year.Â
WHY IT MATTERS
Singaporeâs tourism industry and its tourist arrivals have been on a steady road to recovery after the pandemic, as global travel continues to pick up pace.Â
In March this year, international visitor arrivals to Singapore surpassed the one million mark in a month for the first time since the pandemic.
âWe remain cautiously optimistic for our forecast, but if all goes well, we expect our tourism sector to recover to pre-pandemic levels by 2024,â said Mr Alvin Tan in his opening address.
To support this and sustain the momentum of growth the tourism sector had seen in the past year, STB will prioritise initiatives aligned with its three "R"s.
Despite the upbeat mood over the tourism outlook, in his opening address, Mr Keith Tan pointed to continuing manpower challenges even though the tourism sector had rebounded to about 66,000 workers, or 80 per cent of pre-pandemic levels.
Technology was suggested as one way to work around these staffing challenges.
EMPHASISING SAFETYÂ
Speaking to TODAY, Mr Oliver Spalding, chief strategy officer at Publicis Groupe, the agency which oversees marketing for STB, said that the team has been in talks with STBâs marketing group over an emphasis on the safety that Singapore offers travellers.
The discussions have centred on a proposal to âtalk about Singapore as an incredibly safe country and that (it) shouldnât be a sort of apologetic message or make it boringâ, he said.
Mr Spalding also backed the idea of attracting single female travellers.
âSafety actually should be something that is a really strong positive message, and it really feels like in that sense, Singapore is a perfect destination to lend that appeal to women that want to travel on their own.â
When asked if there are concrete plans in the pipeline to prioritise marketing to this demographic, Mr Spalding said the aim of the upcoming brand launch was to bring Singapore to the world.
In the next year, STB will âpivot towards wellness and family appealâ when âideas of safety and connectivity will come to the foreâ.
Responding to queries from TODAY, Mr Chang Chee Pey, assistant chief executive of STBâs marketing group, said that STB has identified 10 traveller portraits that best represent its global target audience across four demographics:Â Families with children, those in their early careers or with established careers as well as active seniors.Â
These 10 portraits â which include profiles such as âOutdoor Adventurerâ, âWellness Seekerâ and âCity Explorerâ â take into account prevalent travel interests, motivations and behaviour, which STB expects to evolve over time.
âThe needs of a 'solo female traveller' may be captured in some of these portraits, such as Culinary Explorer and Entertainment Seeker. We will continue to study such emerging types of travellers and deepen our understanding of their needs,â said Mr Chang.
âWith a better understanding of what motivates travellers and their interests, we can reach them with the right content at the right platforms,â he added.
S$10M SINGAPORE ON-SCREEN FUNDÂ
STB also announced the launch of its joint S$10 million Singapore On-screen Fund with the Infocomm Media Development Authority (IMDA), with the aim of inspiring travel to Singapore through TV series and films.
âThe joint fund will support international media and entertainment partners in producing TV and film projects that reach global audiences, and shine the spotlight on destination Singapore,â the agencies said in a joint press release.
âThese projects will also provide opportunities for local media enterprises and talent to work alongside global media and entertainment partners in creating content for international audiences.â
Major content producers which have consistently delivered popular content for the global market will be invited to apply for the fund.
Proposals will be evaluated on criteria including the number of local talents involved in credited roles.
âWe donât think S$10 million is such an enormous amount when we think about it at a global scale, but we donât think itâs a small amount either,â said Mr Justin Ang, IMDA assistant chief executive of media, innovation, communications and marketing.
âAnd while we cannot commit that there will be second and third versions of this fund, such strong demand will certainly encourage us to either have multiple of such funds, or to increase the fund size subsequently,â he added.
Related topics
Read more of the latest in
Stay in the know. Anytime. Anywhere.
Subscribe to get daily news updates, insights and must reads delivered straight to your inbox.
By clicking subscribe, I agree for my personal data to be used to send me TODAY newsletters, promotional offers and for research and analysis.
Recent Searches
This browser is no longer supported.
We know it's a hassle to switch browsers but we want your experience with TODAY to be fast, secure and the best it can possibly be.
To continue, upgrade to a supported browser or, for the finest experience, download the mobile app.
Upgraded but still having issues? Contact us
Government agencies communicate via .gov.sg websites (e.g. go.gov.sg/open). Trusted websites
COVID-19 Stories
âwe are reimagining what wellness in a busy city could look like.â.
Family, fitness, faith and food. Known among colleagues for his high energy, Mr Keith Tan takes care of his wellbeing by abiding by these four âFâs.
Despite his action-packed schedule as Chief Executive of the Singapore Tourism Board (STB), he regularly carves out time for daily exercise, having nutritious food, his faith, and spending time with his wife and four teenage children.
Thanks to STBâs SingapoRediscovers campaign, his family has explored local gems like Lazarus Island, with âthe most beautiful beach in Singaporeâ, Keith says.
The campaign was born during the pandemic, which upended travel and the tourism industry. In this time, Keith has been hard at work spearheading efforts to revive the sector and look after his colleaguesâ wellbeing.
During COVID-19, STBâs work pivoted from attracting tourism-related business to supporting government efforts against the virus.
When thousands of Chinese tourists were stuck in Singapore, for example, unable to fly home in the early days of the outbreak, the STB tapped data science and its relationships with travel agents to pinpoint their whereabouts. This effort helped other public agencies with contact tracing.
The STB also played a pivotal role in the reopening of borders via the Vaccinated Travel Lanes.
âOur priority was to advocate from the perspective of the traveller,â Keith explains. âHow can we simplify the documentation? How can we make visitor information easily accessible so that travellers donât have to look through six different websites?â
The Future of Singaporeâs Tourism
Now that tourism has opened up again, Keith is excited about the possibilities. One major win was securing the return of the Formula 1 Singapore Grand Prix, which he believes will not only bring travellers, but also boost business in many other areas. The prestigious race would also bolster Singaporeâs image as a desirable destination for world-class events.
Keith is especially enthusiastic about upcoming hotel projects that focus on wellness and sustainability. The Grand Hyatt, for example, partnered with local sports apparel brand Kydra and local food producers for a wellness retreat, to cater to the growing demand for sustainability and wellness experiences.
âThese two concepts have resonated a lot with travellers post-pandemic,â he observes. âThey've seen how the world became better environmentally when people travelled less. In these challenging times, wellness and mental wellbeing have become important considerations too.â
The focus on wellness and sustainability is part of STBâs current campaign to attract tourists: SingapoReimagine. This initiative was launched in late 2020 to reintroduce travel to Singapore and the world.
âWe are reimagining what a sustainable urban destination and wellness in a busy city could look like,â says Keith. âWe do not want tourism and travel to go back to business-as-usual pre-COVID. The expectations and demands of travellers have changed.â
Compared to places like Bali, Singapore isnât typically regarded as a wellness destination. But the cityâs accessibility to green spaces, surrounding seas and healthy food options make it a potential wellness hub. Keith hopes Singapore can become a go-to vacation spot for stressed-out families to relax, with holistic offerings that differentiate us from other traditional wellness destinations.
And though there are challenges, such as having to rebuild manpower in the tourism sector and help with rising costs, Keith is âabsolutely confidentâ about Singapore's tourism revival: âOver the last two years we've built up a rich range of products and offerings⌠and the perception of Singapore as a desired destination remains very high.â
A Focus on Overall Wellbeing
For Keith, the focus on wellness isnât just about attracting tourists. Mental wellness is a topic close to his heart. During the pandemic, it became clear that STB staff were becoming worn down with the constant uncertainty and demands placed on them.
To support his colleagues, Keith began volunteering as a Public Service Wellness Ambassador (WA). He is part of a network of volunteers who encourage open discussions around mental health and build a culture of care within the Public Service.
In his role, Keith leads the team of WAs at the STB, encouraging them to speak up for wellness at their various meetings, watch out for signs of burnout and stress in their colleagues, and form networks of support for each other.
At the organisational level, the STB has also implemented wellness-oriented policies. There is a quarterly ârecharge weekâ where no meetings are held so that staff can focus on getting work done. And every week, Friday afternoons are set aside for staff to focus on physical or mental wellness. They can also use this time to pursue learning activities or corporate bonding activities.
STBâs flexible work arrangements allow for employees to âwork from anywhereâ two to three days a week. A recent survey by The Straits Times also listed the tourism board as one of Singaporeâs best employers in 2022 â a testament to its efforts to look after staff.
As the head of the STB, Keith pays particular attention to newly appointed assistant directors, the middle managers integral to the success of STBâs transformation work.
He joined the STB as Chief Executive in October 2018, and was previously Deputy Secretary (Policy) in the Ministry of Defence and Senior Director of the Public Service Division PS21 Office.
Keith realised the importance of supporting this group while at the PS21 Office from 2013 to 2014. Trust, cooperation and communication among middle managers are âabsolutely criticalâ for successful service delivery. For these aspects to emerge, they had to feel empowered, not just execute instructions.
âWe donât really support middle managers, we⌠expect them to sink or swim. I donât think thatâs wise as we focus on developing a new generation of leaders,â he says.
At the STB, Keith makes time to speak to and advise all his assistant directors â the âfirst tierâ of people managers in the organisation. The STB also has a mentorship programme for experienced directors to mentor newer assistant directors.
âThatâs important if we want to build a stronger culture and a new generation of leaders.â
In his efforts to connect with staff, the avid reader and Literature graduate incorporates quotes from his favourite poets â WH Auden, TS Eliot, Ocean Vuong â into his letters to STB staff.
âI hope these quotes inspire my team to look above the daily stress of our work and see that there is meaning in what we are doing,â he says.
For more stories like this, subscribe to the Challenge newsletter or follow the Challenge Telegram channel .
Related Stories:
- I Am Grateful for The Mistakes I Have Made
- Trending: New Ways of Travel
- What We Offer Has to Be Extra Special
- Enjoy The Month of Wellness with Family
Sep 14, 2022
Rebecca wong.
The Real Grind Of Leadership
Communications Is About Meeting People Where They Are
Knowledge Is Power: How The CPF Board Gives Back To Singapore With 13,000 Volunteers
Inspiring The Next Generation: Meet The Teacher Who Transforms Lives Through Volunteering
5 Unorthodox Out-Of-office Activities To Unwind
Become A Better Team Player With These 6 Mobile GamesÂ
- Philippines
- South Korea
- The Maldives
- Appointments
- Trade Calendar
- News Archive
- Print Edition
Singapore unveils new tourism recovery arsenal
A slew of initiatives were announced at Singapore’s Tourism Industry Conference (TIC) this morning to ensure the success and future of the industry, as the country welcomed one million international visitor arrivals (IVA) in March and saw continued momentum in tourism recovery.
Minister of state (MOS) for trade and industry Alvin Tan, expressing cautious optimism, said Singapore was expected to register between 12 and 14 million IVA and around S$18 billion (US$13.6 billion) to $21 billion in tourist receipts this year.
This is approximately two-thirds to three- quarters of pre-pandemic levels of 19 million and S$28 billion respectively.
MOS’s Tan added: âIn the next three years, the Asia-Pacific will likely be our main sources of international visitor arrivals, with China joining them as it continues to reopen.â
But the future is âquality tourismâ, âdriving higher yieldâ and âcreating good jobsâ, according to Singapore Tourism Board (STB) chief executive Keith Tan, and to focus on âRedefining our Destinationâ, âReconnecting with our Fansâ and âReinventing our Industryâ.
âSingapore cannot be a low-cost destinationâ, he continued, and urged the industry to âthink hard about long-term successâ.
Singaporeâs recovery arsenal will include a refreshed brand campaign focusing on Passion Made Possible â with the aim to inspire travel by showing how Singapore turns ordinary moments into extraordinary experiences.
The campaign will be launched in September and zero in on six key competitive strengths of Singapore: World’s Best MICE City â a leading MICE destination; Culinary Capital â a top culinary destination; Family Playground â an ideal family-friendly destination; Twice the Fun â a vibrant and exciting city that maximises all opportunities and spaces to create fun experiences, including in our after-dark hours; City that Connects â a multi-cultural hub that is well connected to the region; and Travel Well â a sustainable city and wellness haven.
Also announced at TIC, attended by 400 on-site and 600 virtual members of the industry, is a S$10 million Singapore On-screen fund.
Co-funded by STB and Infocomm Media Development Authority, the fund aims to attract global players to use Singapore as the backdrop to create content and deep story telling on a multitude of platforms.
STB’s Tan elaborated: “With this joint fund, we hope to catalyse production of major film and TV projects set in Singapore, and made in collaboration with international media and entertainment partners. This will provide our home-grown talents opportunities to work with their international counterparts and allow our people and companies to grow their capabilities and increase their global exposure.
âWe will invite selected media conglomerates, major streamers and production studios with regional or global networks to apply for the fund and be a part of Singaporeâs branded entertainment efforts.â
Meanwhile, Singapore icon Orchard Road will be rejuvenated with âbetter signageâ and a way-finding experience that will make navigation easier.
Apart from better access, Orchard Roadâs rejuvenation will include embracing sustainability, social impact and local lifestyles along the 2.2km stretch of Tanglin Road, Orchard Road and Dhoby Ghaut.
In its sustainability commitment and Singaporeâs certification by the Global Sustainable Tourism Council, STB will be working closely with the Singapore Association of Convention and Exhibition Organisers and Suppliers (SACEOS) to mount a two-year programme.
As for Singaporeâs tourism attractions, they will be getting a digital leg-up with the inauguration of a step-by-step technical road map on customer service, marketing and sustainability.
During a Q&A session, STBâs Tan said new international areas of opportunity included the rise of Indian female visitors âwho can have fun and feel safeâ, sports spectators and âentertainment eventsâ.
He added that STB was looking at the possibility of partnering event promoters âto curate and create multiple peaks throughout the year”.
Discover the wonders of Japan with BWH Hotels
Digital transformation at every stage with STBâs Tcube
Advertise with us
Is Your Business Listed On TTGmice Planner Online?
Future of Tourism: Digital Travel APAC 2023 Innovation Brief
RELATED ARTICLES
Rakuten travel steps up engagement with singaporeans, big concerts, big lessons: how hotels can win over music fans, singapore deepens investment into indonesian source market, sentosa launches new immersive sensorial journey, singapore speeds up overland checkpoint movement with tech, singaporeâs sustainability practices to become tour highlights for indian market, this way to innovation, singapore gets $300 million tourism boost, staff training key to tourism business well-being: singapore industry leaders, tried and tested.
21 Carpenter
Vietjet rolls out ticket deals to Vietnam and beyond
What to buy now.
New hotels: Cordis, Foshan, Lingnan Tiandi, Courtyard by Marriott Perth, Murdoch...
- TTG Travel Awards
- Privacy Policy
- Terms of Use
All Rights Reserved
- Board Of Directors
- Organisation Chart
- Achieving Quality Tourism
- Legislation
- Corporate Governance
- Invest in Tourism
- ASEAN Economic Community
- Media Releases
- Corporate Publications
- Newsletters
- Statistics & Market Insights Overview
- Tourism Statistics
- Industries Overview
- Arts & Entertainment
- Attractions
- Dining & Retail
- Integrated Resorts
- Meetings, Incentives, Conventions & Exhibitions
- Tourist Guides
- Travel Agents
- Assistance and Licensing Overview
- Tourism Sustainability Programme (TSP)
- Singapore Visitor Centre (SVC) Network Partnership
- Grants Overview
- Licensing Overview
- Tax Incentives Overview
- Other Assistance & Resources Overview
- SG Stories Content Fund Season 2
- Marketing Partnership Programme
- SingapoReimagine Marketing Programme
- Singapore On-screen Fund
- Hotel Licensing Regulations
- Data College
- Trade Events and Activities
- Trade Events Overview
- SingapoReimagine Global Conversations
- SingapoRediscovers Vouchers
- Made With Passion
- Joint Promotion Opportunities
- Procurement Opportunities for STB's Overseas Regional Offices
- Product And Industry Updates
- Rental of F1 Pit Building
- Singapore Tourism Accelerator
- Sponsorship Opportunities
- STB Marketing College
- Tourism Innovation Challenge
- Harnessing Technology to Emerge Stronger Post COVID-19
- Tourism Transformation Index (TXI)
- New Tourism Development in Jurong Lake District
- International Trade Events
- Singapore Familiarization Trips
- EVA-Ready Programme
- Tourism Industry Conference
- Expo 2025 Sponsorship and Partnership Opportunities
- Students & Fresh Graduates
- Professionals
- Attractions Operator
- Business/Leisure Event Organiser
- Media Professional
- Tourist Guide
- Travel Agent
Opening Remarks by Mr Keith Tan, Chief Executive, Singapore Tourism Board at the Singapore Tourism Awards 2019
Opening Speech by STB Chief Executive Keith Tan at
SINGAPORE TOURISM AWARDS 2019, 9 MAY 2019, 7.05PM AT
GRAND BALLROOM, THE RITZ-CARLTON, MILLENIA
Mr Chaly Mah, Chairman STB
Ladies and Gentlemen
Introduction
1. Good evening, and welcome to Singapore Tourism Awards 2019. Tonight, we are gathered here to celebrate the achievements of Singaporeâs tourism industry.
2. We are honoured that despite his busy schedule, Minister Chan Chun Sing will be joining us later to grace this event.
3. The Singapore Tourism Awards celebrate the spirit and work of the finest people and enterprises in Singaporeâs vibrant tourism industry. By recognising outstanding and passionate individuals and organisations that strive for excellence in the tourism industry, we want to inspire other industry members to raise the level of their game, so that, together, we can make Singapore a great destination for our visitors and a great home for our people.
4. This year, we have over 92 finalists across the 27 award categories. I was struck by the depth and breadth of what the tourism industry offers and how much all of you do to innovate and strive for excellence. Your drive for innovation and excellence gives me great optimism in the future of the tourism industry in Singapore.
Importance of Experience Excellence
5. But we must never be complacent. To stay ahead of our competitors and to strengthen Singapore as a great destination for travellers, we must continue to work together to offer unique and extraordinary experiences that others cannot replicate easily.
6. To work towards this, everyoneâs efforts count, regardless of whether you work directly with visitors or âbehind the scenesâ. You never know when a smile, a helpful word or a sincere recommendation can make a difference in the experiences of visitors to Singapore.
7. Such experiences also help us win visitorsâ hearts and minds and lure repeat visitors.
8. Take for instance the tour experiences offered by our finalists for the Best Tour Experience award category. One finalist brings visitors through an immersive experience of the 1920s, another brings visitors to synagogues â how many of you have even been to a synagogue in Singapore! â while a third one takes guests behind the scenes to find out how Singaporeâs remaining Teochew opera troupes prepare for their performances. These amazing experiences, coupled with skilful storytelling, help visitors to appreciate how unique and special Singapore is.
Revised Categories
9. Last year we announced that we would split the category of âBest Shopping Experienceâ into two new categories â âBest Shopping Mall Experienceâ and âBest Retail Store Experienceâ.
10. We are glad to see that with the clearer distinction between shopping malls and retail stores, we are now able to celebrate new gems in the tourism sector, especially boutique enterprises and home-grown brands such as Benjamin Barker and NomadX. We hope to see even greater variety in years to come.
Increasing capabilities and pursuing enterprise excellence
11. Local establishments are also prominent in the Enterprise Excellence category, which recognises businesses who constantly innovate and step up their game. Take for instance one of our Best Business Innovation finalists, Globaltix, which has revolutionized the online ticketing system for tourists in Singapore. I hope that such examples will motivate all of you to step forward and invest in innovative solutions to create memorable and first-class experiences for our visitors.
12. I would like to end off here by thanking all of you for your continuous support and participation in the Singapore Tourism Awards. I also extend a word of gratitude to the judges who visited your establishments and subjected you to their high and discerning standards. I am told that judging was âvery hard workâ but our judges are very willing to do the work!
13. Please join me once again to extend our warmest congratulations to all finalists and recipients â the stars of tonight. I wish all of you a stellar evening!
About the Organisation
What industry does your organization fall within, what best describes the key intent of the project that your organisation is seeking funding for, is your organisation a singapore-registered legal entity, is your organisation an association, is the project able to achieve one or more of the following outcome.
- Increase no. of sailings to/from Singapore
- Increase no. of foreign cruise passengers to Singapore through sailings to/from Singapore
- Increase no. of pre/post nights for cruise passengers sailing to/from Singapore
- Increase capability of industry players via cruise-specific industry training programmes
- Strengthen the potential/ attractiveness of cruising in Singapore and/or Southeast Asia
Is the project able to achieve one or more of the following?
- Improve visitor satisfaction (especially foreign visitors)
- Increase footfall
- Increase revenue
- Significant branding and PR value
Is the project able to attract foreign visitors and contribute to foreign visitors' spend?
Who will be the main target audience of your project, is your project innovative and/or a new event in singapore with tourism potential, what best describes your project, does the event have proven track records in singapore or overseas, and/or growth in tourism value such as growing foreign visitorship, and/or enhancement of precinct vibrancy etc, does the project have a clear tourism focus (e.g. tourism-related trainings, tourism companies taking on capability development initiatives or technology companies creating technology products and services for the tourism businesses), what best describes your market feasibility study project.
Based on your selection, the following STB grant/s may be applicable for your project:
Please note that projects that have commenced prior to Singapore Tourism Board's offer may not be eligible for grant support. Examples where projects are deemed as having commenced include:
- Applicant has started work on the project e.g. tender has been called.
- Applicant has made payment(s) to any supplier, vendor or third party.
- Applicant has signed a contractual agreement with any supplier, vendor or third party.
IMAGES
COMMENTS
Melissa Ow. Ms Melissa Ow assumed the appointment of Chief Executive of the Singapore Tourism Board on 1 June 2023. From 2020 to 2023, Ms Ow served as the Executive Vice President for Customer Experience, Marketing & Investment Facilitation Group at the Economic Development Board, where she played a key role in transforming the organisation's B2B sales and marketing model.
Mr Keith Tan, the chief executive of Singapore Tourism Board since 2018, will be succeeded by Ms Melissa Ow, executive vice president for customer experience, marketing & investment facilitation ...
Presentation by Mr Keith Tan, Chief Executive, Singapore Tourism Board, At the Tourism Industry Conference On 7 Apr 2021, SUNTEC CITY CONVENTION CENTRE. Introduction. 1. [Slide 1] Thank you Minister Chan. 2. My dear friends, colleagues, ladies and gentlemen, good morning. 3. It has been two years since our last tourism industry conference.
Speech by Mr Keith Tan, Chief Executive, Singapore Tourism Board, At the Tourism Industry Conference 2023. on 5 April 2023 . 1. Good morning, MOS Alvin, friends and colleagues from the tourism industry. It's good to see you all at TIC 2023. RECAPPING 2022. 2. Let me start with a quick recap of 2022 - a year of reopening and recovery for us. a.
Keith Tan assumed the appointment of Chief Executive of the Singapore Tourism Board on 29 October 2018. From 2014 to 2018, he served as the Deputy Secretary (Policy) in the Ministry of Defence, where he strengthened Singapore's international defence partnerships, led MINDEF's longer-term strategic planning and guided MINDEF's strategic communications and public engagement efforts.
May 04, 2023, 04:14 PM. SINGAPORE - The Singapore Tourism Board (STB) will have a new person at the helm from June 1. The Ministry of Trade and Industry (MTI) announced on Wednesday that Ms ...
SINGAPORE - A new chief executive will take the reins at the Singapore Tourism Board (STB) from Oct 29. Mr Keith Tan Kean Loong, 44, deputy secretary of policy at the Ministry of Defence (Mindef ...
Keith Tan is CEO of the Singapore Tourism Board, responsible for promoting and marketing Singapore as a tourist destination, and developing the country's tourism sector. Tan joined the statutory board in 2018, after four years as Deputy Secretary (Policy) in the Ministry of Defence. His role there encompassed leading the ministry's ...
September 28th, 2022, 10:26 PM PDT. Keith Tan, Chief Executive at the Singapore Tourism Board, discusses the country's tourism recovery efforts. He speaks with Yvonne Man and David Ingles from the ...
The Ministry of Trade and Industry (MTI) today announced that Ms Melissa Ow, Executive Vice President for Customer Experience, Marketing & Investment Facilitation Group at the Economic Development Board (EDB), will be appointed Chief Executive (CE) of Singapore Tourism Board (STB) from 1 June 2023. She takes over from Mr Keith Tan.
New Chief Executive for Singapore Tourism Board. The Ministry of Trade and Industry (MTI) today announced that Mr Keith Tan Kean Loong, currently the Deputy Secretary (Policy) of the Ministry of Defence (MINDEF), will be appointed as Chief Executive (CE) of STB with effect from 29 October 2018. Please click here for full press release.
PRESENTATION BY MR KEITH TAN. CHIEF EXECUTIVE, SINGAPORE TOURISM BOARD. AT THE TOURISM INDUSTRY CONFERENCE ON. TUESDAY, 16 APRIL 2019, 10.15AM, SUNTEC CITY CONVENTION CENTRE. 1. Industry Partners, Colleagues, Ladies and Gentlemen, good morning. 2. Thank you for joining us today at STB's annual Tourism Industry Conference. 3.
And so The Biggest Show in the World right now, lands in Singapore. đ¸đŹ Singapore Tourism Board's partnership with AEG Presents Asia has been⌠Liked by Keith Tan For the recent team townhall, we decided to do something different from the past team bonding activities like darts throwing and arrow shooting.âŚ
Keith Tan assumed the appointment of Chief Executive of the Singapore Tourism Board on 29 October 2018. From 2014 to 2018, he served as the Deputy Secretary (Policy) in the Ministry of Defence, where he strengthened Singapore's international defence partnerships, led MINDEF's longer-term strategic planning and guided MINDEF's strategic ...
SINGAPORE - Covid-19 has stalled most international travel, but there is still plenty to do right here. This was the main message that Mr Keith Tan, chief executive of the Singapore Tourism Board ...
SINGAPORE â The rising single female traveller demographic is a "rich area of opportunity" as Singapore looks to attract more visitors, Singapore Tourism Board (STB) chief executive Keith Tan ...
Mr Keith Tan, Chief Executive of Singapore Tourism Board, tells us how the STB is promoting wellness in the tourism sector and within his organisation. ... A recent survey by The Straits Times also listed the tourism board as one of Singapore's best employers in 2022 - a testament to its efforts to look after staff. As the head of the STB ...
Tourism Industry Conference 2022. 6 April 2022, Suntec City Convention & Exhibition Centre. Speech and Presentation by Mr. Keith Tan, Chief Executive, Singapore Tourism Board . 1. Good morning MOS Alvin, and friends and colleagues from the tourism industry. 2. We have survived! a. Light at the end of the tunnel is real and getting bigger! b.
The Singapore Tourism Board (STB) has announced that Ow Yin-Mei Melissa will succeed Keith Tan as the new chief executive from 1 June 2023. No stranger to STB, Ow held several positions at the Board, including heading the Experience Development Group and the Corporate Group as the deputy chief executive from 2015 to 2020.
Keith Tan, CEO. Keith Tan took over the reins of the Singapore Tourism Board just under a year ago. He joined STB from his role of deputy secretary of policy at the Ministry of Defence. Tan joined the Singapore Tourism Board midway through its 2016-2020 travel marketing strategy, which focuses on stories, fans and channels.
REMARKS BY MR KEITH TAN, CHIEF EXECUTIVE, SINGAPORE TOURISM BOARD AT THE TOURISM RECOVERY DIALOGUE, 22 JULY 2020. 1. Hi everyone, thank you for joining us today. 2. And thank you Minister Chan for your honest, bracing but also encouraging remarks for all of us here. 3.
Minister of state (MOS) for trade and industry Alvin Tan, expressing cautious optimism, said Singapore was expected to register between 12 and 14 million IVA and around S$18 billion (US$13.6 billion) to $21 billion in tourist receipts this year. STB's Keith Tan sheds light on the tourism bureau's direction for tourism recovery.
Opening Speech by STB Chief Executive Keith Tan at. SINGAPORE TOURISM AWARDS 2019, 9 MAY 2019, 7.05PM AT. GRAND BALLROOM, THE RITZ-CARLTON, MILLENIA. SINGAPORE. Mr Chaly Mah, Chairman STB. Ladies and Gentlemen. Introduction. 1. Good evening, and welcome to Singapore Tourism Awards 2019.